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A case study on launching apps in Thailand by Natavudh "Moo" Pungcharoenpong, Co-Founder & CEO, Ookbee
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The App Economy in Thailand���Web Wednesday Thailand 12.0
+ Ookbee by the Numbers
Thailand’s #1 e-book store ���
88% market share
TOP 5 Grossing Apps���
on Thai App Store���
* That was in October. with new countries/iPad mini, We now add 8K+ a day and have 2.9M users
everyday���for the past ���
500 days���
Content Team
Developers
• Founded: Mid 2010 /The team has grown from 5 to over 40 staff
• We are at Month 25 and have been profitable since month 7
• Sep 2012 Ookbee raised US$2 million in funding from Shin Corporation
Ookbee Team�
App Store Publishing
Number of Apps
iPhone
iPad Amazon
WP
Play
BlackBerry
As of Jan 2013
750k on iOS
700k on Play
150k on WP
40k on Win8
Local..Local..Local..
10% local apps generate more than 50% Revenue
+ Thailand: Monetization Case Study
Sep 2012: App Annie
Thai UI
Eng UI
The overlap proportion of the top applications of the United States with other English speaking countries (Canada, Australia and the UK) is significantly higher than it is with non-English speaking countries.
My Guess is Thailand is
somewhere here! maybe 15%
Launching an App in ���South-east Asia?���
It’s now or never!
Top Countries - Downloads/Revenues
Thailand is among the global top 15
Mobile apps markets
the only country in SEA
only after China, Japan and S. Korea in Asia
Based on App Annie Worldwide Total Category, Q3 2012
Fastest Revenue Growth Countries - All Categories���(Jan-Sep 12)
Growth is higher since the base is smaller.....���
Here we are at #3!!
Hooray!!
Here too! #9
Based on App Annie, Top 25 Grossing countries of 2012 Sep, comparing Jan-Sep Growth rate
Fastest Revenue Growth countries for Games
Based on App Annie, Game Category, comparing Jan-June 12 Growth rate
Fastest Revenue Growth in the
world
#2 on Google Play
Fastest Download Growth Countries for Games
Based on App Annie, Game Category, comparing Jan-June 12 Growth rate
For Both iOS and ���Google Play, ���4 out of 5 ���
Fastest ���Revenue Growth ���
Countries ���are in SEA
Thai App Store VS ���The World
• in the US, Based on numbers given by Distimo, about 80,000 will get you into the top 10. Huge numbers.
• in Japan, it’s 20,000 a day to be in Top 10 and 60,000 a day to be at #1 Top Free Charts
• in Thailand, from my personal experience, it’s only take 10,000 a day to be #1 in Top Free already
+ Case Study: Ookbee User and Application Download
"* It took Kobo 2 years to reach 5M users (Globally) before Rakuten acquired it for $315 Million in Dec 2011** Ookbee 2.9M users in 2 years is only in Thailand and SEA (Locally) / Our penetration rate is way higher
Successful Publishing
it will take Ookbee 4 Months for our next 1 Million
Everybody remembers the success stories of applications that gathered millions of users within a couple of days. Draw Something did it in nine days. However, with the right strategy it is possible to gain one million users much faster. Naver, one of the most successful Asian publishers, launched five applications at the end of November, all of which quickly became the most popular applications in many Asian countries. Line Pop, the most popular of those five, generated 1.75 million downloads within the first three days of its launch. Moreover, Line Pop also generated one million in estimated revenue within the first 12 days. (Line has over 80M users worldwide and over 10M users in Thailand)
Launching App in the Local Market My Personal Experience
Thai Market - Real Number���Let’s see what’s like when you launch an app
specifically for Thai market only
• just another app in App Store
• my Good App
• my Very Good App
Just Another App
+ Ookbee App Eco
Out of 200K Apps, We are No.1-5 Top Grossing
for the past 500 Days!!���Beats Zinio and all
popular games! Angry Bird?
50+ of our 150+ apps on Top list!
Max around 500 downloads/day when launch..
then average around 50 per app per day
Total just around
36K download in 24 months
From almost 150 Apps, we have around 120 “Just-Another-App”
Just Another App in App Store :(
*Still 36K x 120 = 4.32 M, even if same user download several apps, I expected we have generated over a million users from
these just another apps
My Good App :) Max around 900 downloads/
day when launch..
then average around 120 per app per day
Total around
90K download in 24 months
From almost 150 Apps, we have around 25
“Good App”
My Very Good App :) Max around 6,000
downloads/day when launch..
then average around 2,000 per app per day
Total around
1.5M download in 24 months
From almost 150 Apps, we have 2
“Very Good App” *My Number was started back in 2011. I expect that it would be 15,000 per day easily first day when launched
now for a very good app.
Let’s make some money!���App Monetization
App Monetization
• Paid App Simple game ex. Angry Bird?
• In-App Purchase (ex. Social Game/Content - ex. HayDay, Poker) ��� * Ookbee is here
• Apple/Google
• Mobile
• Other ( Ex. In our case Credit Card/ Cash via 7-11)
• Advertisement (Simple Game/ TV-Radio Streaming/News)
In-App Purchase
+ Other Payment Channel Options in Thailand
Apple/Play Credit Card (online) or Cash at 7-11
Pay with Mobile phone bill (Pre-paid and Post-Paid)
Ad Revenue • Free App Ad Revenue simulation.
• Impression : 1,000,000
• CTR 1%
• CPC 4 THB
• Ad revenue: 40,000 THB
• How long to get 1M impression? A very good app maybe several days. Good App maybe a month. Just another app maybe 6-12 months.
Exactly! ���How Much Money Can I Make?
(in Thailand and the rest of the world)
How big is the whole market? All markets combined as of Nov 2012
15M USD a day for iOS 3.5M USD a day for Google Play
Since October 2012, Japan Google play Revenue Top US
US Market • If you make it to the top 10 US Top Grossing Apps : around
2M THB per day
• How do we know? • Temple run has reportedly earned $7,000,000 over a span of 5 months, so that roughly brings
the average to $46,000 (1.4M THB/Day) per day near the #1 grossing spot
• Chair Entertainment, the subsidiary of Epic that developed Infinity Blade confirmed that the game had had 5 million downloads and generated $20 million in net revenue. Apple said Infinity Blade is ranked #9 on the US top grossing list for the whole of 2011. So we can estimate that around 1.6M THB/day revenue is made in the Top 10 US Appstore
• In 2012 the average iOS revenue grow at least another 50%
Slide from Samurai International Japan
Japanese Market Game Publishers like DeNA and GREE each have over a hundred of apps on each
store (many on the top list)
Game publishers are the most effective monetizers. Not only in Japan but throughout the world. It’ll be no surprise to industry insiders that 9 of the top 10 publishers by monthly revenues on iOS and Google Play are game publishers. In fact, the only exceptions to that rule are Apple on iOS and NAVER on Google Play (Maker of popular social networking app LINE).
In terms of revenue of ���Top Grossing App:
As of Jan 2013: iOS in-app Purchase
Top 1st -5th apps “each” gets 150K-300K THB per day. (We have 2 on the list)
���The number are growing from ���
75K - 150K per day same period last year.
How do we know? Been there done that..still there. ���From my source, the number are almost the same for both iPad/iPhone
Thai Market
Our two best apps at #1 and #4
Our Revenue: Apple VS Android
Wanna try?��� I'm not an expert but here are
some tips from my personal experience.
Speed Wins in hiring, development, design, releases, biz dev
Be Agile and worry about scaling later
Outsource what you can Always Outsource Complexity
To all startups out there
“Respect Everyone, Fear No One”
And please don’t forget to
“Enjoy the Ride” Thank you